Hurtado: Para mí es clave poder trabajar mano a mano con los creativos, tengo un respeto grandísimo por ellos
Diego Hurtado, director of Carbo Films, spoke to PRODU during the Annual AHAA Conference. He is a very curious person who works as a director thanks to his wish to get to know the world better. For him, advertising is something that speaks a lot about society.”Creativity is the fundamental part of the advertising process. For me it is key to be able to work hand in hand with creatives. I feel great respect for them, they are the main component of the idea we want to communicate. To get familiar and work with creatives that are true intellectuals, whose ideas go beyond the obvious is certainly a pleasure and it is very stimulating”, said Hurtado.His experience began in Europe, and after traveling all around the world, he chose the US to stay. He thinks Americans have the ability to undertake projects and take risks, which is currently lacking in Europe. But he considers he owes a lot to his teachers from the Benetton Research Center, founded by Oliviero Toscani in Italy. “In those years I understood what Toscani had created. It’s amazing how he managed to channel all his intelligence and creativity for artistic projects and then apply them to brands”.Although he does not like labels, he highlighted that he likes comedy and is very careful about aesthetics. He has made an array of things from war documentaries all the way through fashion films. “I am interested in everything that is human, nothing human is unfamiliar to me”, he commented. “I like intelligent stories, it is not about a genre. What makes me feel passionate about advertising is intelligence”.
